Columbia Warmth Melts Icy NYC Windows

November 16, 2022 | News | By Lightbox


Through Lightbox Unlimited Street-Level Video

New York, November 4, 2022 – Lightbox, a leader in digital out-of-home video, and Columbia Sportswear are establishing Omni-Heat Infinity (OHI) technology as the gold standard in warmth through a showstopping digital window front activation.

Complementing Columbia’s national presence on the Lightbox mall network – inspiring shoppers in a buying mindset to gift OHI gear – this buzzworthy window activation further drives mass reach and engagement during peak holiday retail timing. The placement sits steps from the commuter hub of Grand Central Terminal, with its wraparound corner presenting the perfect canvas for Columbia messaging in the heart of Midtown Manhattan. Check out a sizzle reel here.

The execution is part of the Lightbox Unlimited (LBU) offering, which leverages state-of-the-art LED to transform commercial window fronts into oversized, full-motion video displays. Columbia’s particular location comprises a mix of modular LED panels and printed vinyl, forging a true domination effect turning the heads of bustling NYC pedestrians and motorists.

Lightbox Studios ideated and custom-built the “ice melting” video segment to demonstrate the extraordinary warmth of OHI apparel – potent enough to thaw thick ice and appear as pristine as ever. The execution integrates a dynamic weather trigger that prompts the video screens to freeze when temperatures dip, making the comfort of a well-made winter jacket even more appealing to shivering onlookers. And for a truly unique multi-sensory experience, the display includes audio, which emanates synchronized sounds of ice cracking followed by warm, heavenly glows that are audible to passersby. 

Brands across the media landscape are seeing the immense value of eye-level video advertising in real life. By merging engaging and contextual creative messaging with great scale, advertisers like Columbia are sure to make a splash in Q4 and beyond.

Press Contact

Zach Cohen
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